The campaign, which follows Heineken's long-running sponsorship of music events, will roll out in most markets across the world after Singapore.
The launch TVC, entitled 'Sampling', directed by award-winning director Ulf Johansson and filmed in Mexico City, follows actor Kyle Davis as he enters into 'greenspace', a club-like world full of interesting and different characters doing a variety of dances. Davis' character joins in with each of these characters and 'samples' these new experiences.
The 'greenspace' creative concept builds on Heineken's successful Green Room sessions - invitation-only music events that allow members to get up close to big name acts. The initiative was conceptualised by Heineken Singapore and its roster agency Bates and direct marketing operation 141 in 2001.
Heineken has since transplanted the concept in several markets around the world.
"We are aiming to communicate our belief that new and rewarding experiences are had by opening your mind and challenging yourself to go beyond your normal everyday existence," said David Lette, brand manager, Asia-Pacific Breweries Singapore. "We are not a brand to sit quietly on a bar stool and look into our beer."
The Singapore push will also see the brand launch its new long-neck bottle following earlier rollouts in Hong Kong, Australia and Amsterdam.
Wieden & Kennedy Amsterdam developed the overall campaign, which Bates and 141 have adapted for Singapore. The learnings from the Singapore market will be used around the region.
The campaign consists of 90- and 60-second television spots, print, outdoor, point-of -sale, events and PR activities to target the 25 to 35 urban demographic.
A series of print ads have been developed to reach targets in their environments: for example print ads in a fashion magazine will read "Mix something that doesn't match", and outdoor site placements will carry lines such as "Why go home early?"
MindShare Singapore handles media for the brand.
Outdoor placements can be seen in a high-traffic underpass at Singapore's central business district and more than 40 bus shelters, while the TVC will air on video walls at three downtown Singapore locations. The brand has also placed its 'Meet you there' message on two large balloons flying over the city. Heineken will continue sponsoring various music events around the region to support its advertising investment, saying music helped the brand effectively differentiate itself.
Heineken is facing increasing competition from international brands such as Interbrew's Stella Artois, which has started television advertising in Hong Kong, and Beck's.